Keeping it ‘real’ with ‘locally sourced’ and ‘no additive’ claims

Keeping it ‘real’ with ‘locally sourced’ and ‘no additive’ claims

Insight by Gama Compass™

MANCHESTER – 14th July 2016: ‘Fresh’, ‘locally-sourced’, ‘quick’, ‘no flavour enhancers’ and ‘additive-free’ are some of the key claims associated with products described as ‘real’ or ‘authentic’, while drinks concentrates, coffee and tea are among the most significant product categories for ‘real’ claims in new launches, according to Gama’s latest look at patterns in innovation and new product positioning.

The analysis, conducted on products reported on Gama Compass™ in the two years to June 2016, reveals that the notion of ‘real’ – although always bound up in some way with product quality – is multifaceted in its application, linking variously to the provenance or authenticity of recipe or production, the positioning of a product as premium, or the choice of naturally-sourced ingredients versus artificial alternatives.

In this first of these senses, ‘real’ typically emerges in launches that choose to define themselves by their local provenance or use of selected ingredients, often playing on the quality of fresh, natural and locally-sourced produce. Underlining this clear link between the ‘real’, the ‘local’ and the ‘fresh & natural’, ‘locally sourced’, ‘fresh’ and ‘natural’ are among the leading claims for new products also marketed as ‘real’, with the first two in particular occurring more than three times as commonly on food and drink launches marketed as ‘real’ as on launches a whole.

Source: Gama Compass™


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